The Truth About Rufus
When we think of women’s apparel, a myriad of pieces come to mind: tank, camisole, t-shirt, blouse, tube, skirt, pants, dress and the list continues. For men though, the list is half as long and twice as boring. The shapeless shirt buttoned and tucked in, and bam he is dressed. Some men may argue that men’s shirts vary from t-shirt: ribbed, v-neck, short sleeve or long, sweater: cable, cardigan or Dress Shirt: button up; pocket or no pocket, long sleeve or short. Yet it is still just a shirt.
But is it really just a shirt? Does it have dimensions, lines, cuts, and appeal. Does a shirt have a personality of its own or is it just another piece of fabric. April Singer changed my view of the torso covering commonly, and simply called the shirt. Bouncing along the Internet, enticed to one corner then lured down another road while getting further tangled in the web, I met Rufus. My Internet brakes screeched to a halt. For a split second I wanted to be a man - only for a second.
How could a shirt, yes a shirt evoke such awe? The colors, the patterns, the buttons, all the details were exquisite, intricate, a symphony of styles; I wanted to reach out and feel the fabric. Forgetting my original search, what was it anyway? Not important. Rufus beckoned. Singer and her line tell us about “the power of the shirt”. A shirt should be more than “a woman’s blouse that doesn’t fit.” The shirt, a key piece in the male wardrobe, should fit well, look great, and make the man kick up his heels ready to conquer the world. Well he may not kick his heels, but I would definitely kick mine when I see him dressed! I decided to have a chat with April Singer the artist behind Rufus. This is the story of Rufus.
Coming home
While job-hunting, April stumbled on the concept of Rufus, a shirt with a “pop of color and strong textures.” As a child, April never envisioned the glamorous world of fashion with its halters, ruffles and plunging necklines, but rather the rigid and rigorous bottom lines of the business world. Her father was in advertising and she always thought that she would follow in his footsteps. She did not once think that she would be a designer; much less launch her own line.
Life, however took her down a far different path, one filled with international destinations and new brand launches. When home and US soil beckoned, April had to make a choice: the dog eat dog world of corporate America or something more fulfilling. She chose the latter. “I saw a hole in the market… in London guys wore shirts un-tucked with designer jeans, rich, nice, sophisticated looks, but not in America.” With this void and her background in product development, April brought Rufus home.
Inspiration
April admits that she admires designer Paul Smith primarily because “he keeps true to himself.”The fit actually stemmed from a solution to Aprils’ pet peeve,“women’s blouses that didn’t fit –
either too big or too skinny.” She wanted the shirt to be “broad in the shoulder and tapered at the sides”. Due to her love affair with “strong textures and colors that are pleasing to the eye” she designed each shirt with a “pop of color or strong texture.” Her extensive travels, people watching and reading helped in shaping, directing and defining her creativity and designs: detailed cuffs and red buttons with the letter R. She stitched all her experiences into this not new brand we know today as Rufus. Or if you don’t know Rufus, be sure to meet the shirt.
April created a unique American brand. She prides her self on “the made in the U.S.A.” tag. Her virtual remote, talented staff surpassed a million dollars in sales within twelve months, and is sold in SAKS stores throughout the country and is said to be one of their best sellers. Though she knew it would be successful, her first year projections were so low that she had not envisioned the magnitude of their success, “the power of the shirt.” Her goals include adding suits, which she is already experimenting with, knits, cuff links and perhaps even a ladies line. Her ultimate goal, however, is to solidify the men’s line so that it would be, “a premium brand with an international presence.”
Pursue dreams
April’s passion is “starting something from scratch,
launching it, tweaking it and watching it grow.” In
essence her passion is Rufus. If she were to stop this moment
and choose again, the path would still be the same. Listening
to her discussions about Rufus, her ideas and visions, I believed
her - Rufus was April. She left us with three tidbits of advice
not just for new designers, but also for anyone with a dream,
an entrepreneurial spirit.
1. Don’t be afraid of failure. “You have to try
it to succeed. If you have a desire or a dream, do it”
2. “Do your market research to have an idea of what you
are getting into.”
3. And, “get your financial ducks in a row investigate
and have a means of support.”
Inspired, and envisioning a heel kicking ceremony, I pulled
out my to do list and penciled in a shopping trip to SAKS.
